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Validation
Experiments
Introduction
Experimentation is the best way to gather insights from your future
customers. It helps you validate how desirable your product/service is,
how profitable it can be, and how viable it is for you to build—all that
without investing too much money, resources or time.
We often receive the question: what type of experiment should I use to
validate my hypothesis?
There are many types of experiments, and the challenge lies within
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picking the right one that fits your purpose. To help innovators, innovation
teams, and entrepreneurs choose the more suitable experiment to
validate their hypothesis, we’ve created a guide with +30 validation
experiments. It covers experiments from the problem fit stage to the
product/market fit stage.
Different stages of the concept you're trying to validate:
Problem-fit:
You have a genius idea. Probably that idea will come to you in the form of
a product/service. During Problem-fit, we’re actually going to check if your
idea is solving a problem or need of your target audience. Next to that, we’re
going to look at market size and if it makes financial sense to solve this
problem.
Solution-fit:
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Now that we have problem-fit, we need to focus on what solution we’re
going to create that will solve this problem. We need to test desirability of
our solution, feasibility and viability.
Product/Market fit:
Now that you have successfully identified your target customer and served
them with the right product, the next step is to scale by finding more
customers within the target market through experimentation
Different types of hypotheses.
By this point, you should have translated the assumptions underlying your
idea into clear hypotheses that you can test.
There are different types of hypotheses.
Feasible Desirable
Desirable: Do people want this?
A hypothesis about desirability helps you understand if there is a market
need or desire for your product.
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Viable: Should we do this?
Viability hypotheses help to understand how profitable and sustainable
Viable
your idea or business model is.
Feasible: Can we build this?
Feasibility hypotheses help validate if you have the capabilities and
resources to create, manage and scale the idea.
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Selecting the
right experiment
To reduce risk and spend less time, energy and money in ideas that
won’t work
Experiments overview
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Stage 1
Problem-fit
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Customer
Interview: Tips & Tools
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Evidence strength Data type Type of hypotheses Perfect to test
Cost
Qualitative Desirability Market
Speed
Discover
survey:
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Market
Quantitative
Viability Pricing
Speed
Social
ad
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
Flyer/
brochure
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
Fake door
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
Keyword
analysis
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Desirability Market
Quantitative Value proposition
Viability
Speed
Expert
fly-in
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Desirability Market
Quantitative Value proposition
Viability Pricing
Speed
Stakeholder
Mapping
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Qualitative Market
Feasibility Value proposition
Viability Pricing
Speed
Planning on validating your
next business idea?
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Let’s talk
Fake
button
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
Online
Communities
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Qualitative Desirability Market
Speed
Upvoting
Mechanism
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Pricing
Speed
Search trend
analysis
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Desirability Market
Quantitative
Speed
Web traffic
analysis
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative
Speed
Discussion
Forums
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Qualitative Desirability Market
Speed
Link
Tracking
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
Referral
Program
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
Stage 2
Solution-fit
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Explainer
video
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Qualitative Desirability
Quantitative Value proposition
Speed
Clickable
Prototype
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tips & Tools
Evidence strength Data type Type of hypotheses Perfect
Perfectto
totest
test
Cost
Desirability Market
Quantitative Feasibility Value proposition
Viability Pricing
Speed
Paper
Prototype
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Qualitative Desirability
Feasibility Value proposition
Viability
Speed
Concierge
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Qualitative Desirability Market
Quantitative Feasibility Value proposition
Viability Pricing
Speed
Wizard of
OZ
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Qualitative Desirability Market
Quantitative Feasibility
Viability
Speed
No code
MVP
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Qualitative Desirability Market
Quantitative Feasibility Value proposition
Viability
Speed
Buy a
feature
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Qualitative Desirability
Value proposition
Viability Pricing
Speed
Validation
survey
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Viability Pricing
Speed
Extreme
programming
spike
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Qualitative Desirability
Value proposition
Viability
Speed
Split test
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Value proposition
Viability
Speed
Mash up
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Qualitative Desirability Market
Feasibility Value proposition
Viability Pricing
Speed Feature
Email
Campaign
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability
Quantitative Value proposition
Viability
Speed
Stage 3
Product/market-fit
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Crowdfunding
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability
Quantitative Feasibility Value proposition
Viability Pricing
Speed
Presales
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability
Quantitative Value proposition
Viability Pricing
Speed
Dry Wallet
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Desirability Market
Quantitative Value proposition
Viability Pricing
Speed
Single feature
MVP
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Qualitative Desirability Market
Quantitative Feasibility Value proposition
Viability
Speed
Mock sale
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Tips & Tools
Cost Evidence strength Data type Type of hypotheses Perfect to test
Qualitative Desirability Market
Quantitative Value proposition
Viability
Speed
Letter of
intent
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability
Quantitative Value proposition
Viability Pricing
Speed
Pop-up
store
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Desirability Market
Quantitative Feasibility Value proposition
Viability Pricing
Speed Feature
Business model
High fidelity
prototype
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Tips & Tools
Evidence strength Data type Type of hypotheses Perfect to test
Cost
Qualitative Desirability
Value proposition
Speed
Cosmos Collective
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Let’s talk
